A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United States

Detalhes bibliográficos
Autor(a) principal: Queiroz, Mariana Luz Eiras
Data de Publicação: 2021
Outros Autores: Hemais, Marcus Wilcox, Pessôa, Luís Alexandre
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/84533
Resumo: The control exercised by the countries of the Global North over the colonized nations is reflected in the cultural and ideological contexts of these societies. One of these reflections is found in classic book covers, which are the object of this research that analyzes how the Global North and Global South are represented in the graphic design of Brazilian and American classic book covers edited in Brazil and the United States. A semiotic analysis of the content and the expression plans was performed on 304 book covers, based on the theory formulated by Jean-Marie Floch. Within the set of works analyzed, we sought to verify the existence of geopolitical elements in the graphic design of book covers, at what level American symbols are reinforced on the covers edited in Brazil, and how the Brazilian symbols appear on the covers edited in the United States. Edward Said’s theory of Orientalism was used as the basis for this verification, and it was observed that Brazilian titles, when published in the United States, are loaded with stereotypes created by the West, while American books, when published in Brazil, reflect the same representations found on the covers of that country.
id FGV-9_6a0f9e4500723b2d17c827b6e56791f6
oai_identifier_str oai:ojs.periodicos.fgv.br:article/84533
network_acronym_str FGV-9
network_name_str Cadernos EBAPE.BR
repository_id_str
spelling A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United StatesUn estudio poscolonial, utilizando la semiótica, sobre portadas de libros clásicos editados en Brasil y Estados UnidosUm estudo pós-colonial, com o uso da semiótica, sobre capas de livros clássicos editados no Brasil e nos Estados UnidosPostcolonialismOrientalismBook coverGeopolitical elementsSemioticsPoscolonialismoOrientalismoTapa de libroElementos geopolíticosSemióticaPós-colonialismoOrientalismoCapa de livroElementos geopolíticosSemióticaThe control exercised by the countries of the Global North over the colonized nations is reflected in the cultural and ideological contexts of these societies. One of these reflections is found in classic book covers, which are the object of this research that analyzes how the Global North and Global South are represented in the graphic design of Brazilian and American classic book covers edited in Brazil and the United States. A semiotic analysis of the content and the expression plans was performed on 304 book covers, based on the theory formulated by Jean-Marie Floch. Within the set of works analyzed, we sought to verify the existence of geopolitical elements in the graphic design of book covers, at what level American symbols are reinforced on the covers edited in Brazil, and how the Brazilian symbols appear on the covers edited in the United States. Edward Said’s theory of Orientalism was used as the basis for this verification, and it was observed that Brazilian titles, when published in the United States, are loaded with stereotypes created by the West, while American books, when published in Brazil, reflect the same representations found on the covers of that country.El control ejercido por los países del norte global sobre las naciones colonizadas se refleja en los contextos culturales e ideológicos de esas sociedades. Uno de esos reflejos se encuentra en las portadas de libros clásicos, que son el objeto de esta investigación que pretende analizar cómo el norte global y el sur global están representados en el diseño gráfico de portadas de libros clásicos brasileños y estadounidenses. Para lograr este objetivo, se realizó un análisis semiótico de los planos de contenido y de expresión en 304 portadas de libros, basado en la teoría formulada por Jean-Marie Floch. Dentro del conjunto de obras analizadas, se intentó verificar la existencia de elementos geopolíticos en el diseño gráfico de portadas de libros y hasta qué punto se refuerzan los símbolos estadounidenses en las portadas editadas en Brasil y cómo aparecen los símbolos brasileños en las portadas editadas en Estados Unidos. Para ello, se utilizó la teoría del orientalismo de Edward Said como base para esta verificación y se observó que los títulos brasileños, cuando se publican en Estados Unidos, están cargados de estereotipos creados por Occidente, mientras que los libros estadounidenses, cuando se publican en Brasil, reflejan las mismas representaciones que se encuentran en las portadas de ese país.O controle exercido pelos países do Norte global sobre as nações que foram colonizadas se reflete nos contextos culturais e ideológicos dessas sociedades. Um desses reflexos é encontrado em capas de livros clássicos, que são o objeto desta pesquisa, a qual pretende analisar como são representados o Norte e o Sul globais no projeto gráfico de capas de livros clássicos brasileiros e estadunidenses. Para alcançar esse objetivo, foi realizada uma análise semiótica dos planos do conteúdo e da expressão em 304 capas de livros, com base na teoria formulada por Jean-Marie Floch. No conjunto de obras estudadas, buscou-se verificar elementos geopolíticos no projeto gráfico de capas, em que nível os elementos estadunidenses são reforçados nas capas editadas no Brasil e como os itens brasileiros aparecem nas capas editadas nos Estados Unidos. Para tanto, utilizou-se a teoria de Edward Said sobre orientalismo como base para essa verificação, observando-se que os títulos brasileiros, quando editados nos Estados Unidos, são carregados de estereótipos criados pelo Ocidente, enquanto os livros estadunidenses, quando editados no Brasil, refletem as mesmas representações encontradas nas capas daquele país.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2021-12-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8453310.1590/1679-395120200200Cadernos EBAPE.BR; Vol. 19 No. 4 (2021); 1031-1046Cadernos EBAPE.BR; Vol. 19 Núm. 4 (2021); 1031-1046Cadernos EBAPE.BR; v. 19 n. 4 (2021); 1031-10461679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/84533/80081https://periodicos.fgv.br/cadernosebape/article/view/84533/80082Queiroz, Mariana Luz EirasHemais, Marcus WilcoxPessôa, Luís Alexandreinfo:eu-repo/semantics/openAccess2021-12-21T00:18:32Zoai:ojs.periodicos.fgv.br:article/84533Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:24.869255Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United States
Un estudio poscolonial, utilizando la semiótica, sobre portadas de libros clásicos editados en Brasil y Estados Unidos
Um estudo pós-colonial, com o uso da semiótica, sobre capas de livros clássicos editados no Brasil e nos Estados Unidos
title A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United States
spellingShingle A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United States
Queiroz, Mariana Luz Eiras
Postcolonialism
Orientalism
Book cover
Geopolitical elements
Semiotics
Poscolonialismo
Orientalismo
Tapa de libro
Elementos geopolíticos
Semiótica
Pós-colonialismo
Orientalismo
Capa de livro
Elementos geopolíticos
Semiótica
title_short A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United States
title_full A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United States
title_fullStr A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United States
title_full_unstemmed A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United States
title_sort A post-colonial study, using semiotics, on classic book covers edited in Brazil and the United States
author Queiroz, Mariana Luz Eiras
author_facet Queiroz, Mariana Luz Eiras
Hemais, Marcus Wilcox
Pessôa, Luís Alexandre
author_role author
author2 Hemais, Marcus Wilcox
Pessôa, Luís Alexandre
author2_role author
author
dc.contributor.author.fl_str_mv Queiroz, Mariana Luz Eiras
Hemais, Marcus Wilcox
Pessôa, Luís Alexandre
dc.subject.por.fl_str_mv Postcolonialism
Orientalism
Book cover
Geopolitical elements
Semiotics
Poscolonialismo
Orientalismo
Tapa de libro
Elementos geopolíticos
Semiótica
Pós-colonialismo
Orientalismo
Capa de livro
Elementos geopolíticos
Semiótica
topic Postcolonialism
Orientalism
Book cover
Geopolitical elements
Semiotics
Poscolonialismo
Orientalismo
Tapa de libro
Elementos geopolíticos
Semiótica
Pós-colonialismo
Orientalismo
Capa de livro
Elementos geopolíticos
Semiótica
description The control exercised by the countries of the Global North over the colonized nations is reflected in the cultural and ideological contexts of these societies. One of these reflections is found in classic book covers, which are the object of this research that analyzes how the Global North and Global South are represented in the graphic design of Brazilian and American classic book covers edited in Brazil and the United States. A semiotic analysis of the content and the expression plans was performed on 304 book covers, based on the theory formulated by Jean-Marie Floch. Within the set of works analyzed, we sought to verify the existence of geopolitical elements in the graphic design of book covers, at what level American symbols are reinforced on the covers edited in Brazil, and how the Brazilian symbols appear on the covers edited in the United States. Edward Said’s theory of Orientalism was used as the basis for this verification, and it was observed that Brazilian titles, when published in the United States, are loaded with stereotypes created by the West, while American books, when published in Brazil, reflect the same representations found on the covers of that country.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/84533
10.1590/1679-395120200200
url https://periodicos.fgv.br/cadernosebape/article/view/84533
identifier_str_mv 10.1590/1679-395120200200
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/84533/80081
https://periodicos.fgv.br/cadernosebape/article/view/84533/80082
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 19 No. 4 (2021); 1031-1046
Cadernos EBAPE.BR; Vol. 19 Núm. 4 (2021); 1031-1046
Cadernos EBAPE.BR; v. 19 n. 4 (2021); 1031-1046
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
_version_ 1798943213342425088

Registros relacionados